Born and raised in Linstead, St. Catherine Parish, Jamaica, Andrew Morris was the ‘washbelly’ of eight children (a Jamaican term for the youngest child) and heavily involved in church life, believing he was destined to become a priest. It didn’t turn out that way.
Immigrating to the U.S. in 1979, Morris endured the typical culture shock of a young man from a small island landing in New York City. But he settled into the rhythm of the big city, graduating from college and working his way up from proofreader and copy editor to associate editor at a publishing company. From there, he earned an MBA at Columbia University.
“It was a grueling but life-changing experience,” says Morris, who used this blend of creativity and business savvy to start, with his wife Jean, Sam’s Caribbean Marketplace in West Hempstead, New York, from the ground up, after noticing there were no real Caribbean-owned stores where he lived on Long Island. “I thought to myself, ‘Somebody’s got to supply these customers properly.’ Caribbean folks deserve a place where people actually know the products, use the products, and can explain the difference between, say, a scotch bonnet pepper and a habanero.”
Following is a Q&A with Morris, who, 30 years later, is still very hands-on, steering the store’s strategic vision, overseeing operations, and “making sure we never lose that heart and authenticity that’s been part of Sam’s since day one.”
Q.) What has been your favorite memory working for the company so far?
When we made $500 in a single day for the first time, we popped a champagne bottle — and left a dent in the ceiling that’s still there. We needed $800 a day just to break even back then, so $500 felt like a mountain climbed. We celebrated every small win in those early days because we knew how hard it was just to keep the lights on.
Q.) What are the company’s core products and features?
At Sam’s, we’re proud to offer over 1,000 authentic Caribbean products. We’re talking about everything from Haitian Djon Djon Mushrooms, Excelsior Water Crackers, and St. Mary’s Banana Chips as well as the herbs and spices you need for a proper Sunday dinner. We also offer prepared meals of such island favorites as Jamaican beef patties, braised oxtails, curried chicken, jerk chicken, ackee and saltfish, and curried goat.
These aren’t just items on a shelf — these are the flavors we grew up with. They’re pieces of home. And now, thanks to the upgrades we’ve made to our website, sams24-7.com, and our door-to-door grocery delivery service to Jamaica, customers across the U.S. and beyond can enjoy them, too.
Q.) What are some of the challenges you encountered and how did you overcome those challenges?
We’ve had to roll with the punches from the very beginning. Right before we were set to open, someone from the building department came and said, ‘You don’t have a permit.’ I said, ‘Of course we do.’ Turns out, the permit had been rescinded after a last-minute zoning change.. I still remember them telling us it would be $250 per day if we opened anyway.
We fought hard, worked with the mayor, and eventually got through it. But it delayed us by months and almost cost us the business before we even got started.
Today, the battles are different. Competing with big-box retailers and e-commerce giants has been no small task. But we’ve adapted — we modernized our operations, relaunched our website, and even rolled out Predictive AI Delivery (PAID), allowing same-day and scheduled deliveries for customers within 100 miles. As I always say: sometimes coffee, sometimes tea — you take what you get and you keep going.
Q.) How has the company’s technology evolved since launching?
When we first launched a website 20 years ago, it was a miracle we got anything done. I built it myself on a Windows platform. You couldn’t even keep a photo in place! But even back then, the day after we launched, we got two orders.
Now, fast-forward to today — we have a fully upgraded e-commerce platform, real-time order tracking, and same-day delivery systems.
“Technology isn’t just a nice-to-have anymore — it’s essential for how we stay connected to our customers, no matter where they are.”
Q.) Can you share any specific customer success stories?
One that touched me recently was a woman who called and said she and her husband were both homebound in wheelchairs. She used our same-day delivery to order dinner, and she said it made her feel connected again to her Caribbean roots.
Moments like that remind me why we do what we do. It’s not just about food — it’s about bringing a little piece of home to someone who really needs it.
Q.) Can you discuss funding and/or revenue metrics?
Sam’s was originally funded through a Small Business Administration (SBA) loan, which helped us secure our first retail space. Our early online business once brought in around $400,000 annually at its peak. Today, I can share that we are targeting a return to — and beyond — those earlier numbers through strategic online growth.
Q:) What total addressable market (TAM) size is the company pursuing?
Our core audience consists of the 4.4 million Caribbean-Americans who are living in the United States, and anyone who loves Caribbean food and culture. But honestly, our reach is global. With improved shipping and technology, we now serve customers not just across the U.S., but in places as far as Canada, Europe, and the Caribbean itself.
Q.) What differentiates the company from its competition?
Simple: authenticity and expertise. We’re Caribbean-owned. We grew up with these products. When you shop at Sam’s, you’re not just buying groceries — you’re getting a piece of our story, our culture, our love.
Other big-box stores can sell you coconut water. We can tell you which coconut water tastes like the ones you drank as a kid.
Q.) What are some of the company’s future goals?
Our dream is for Sam’s to become the go-to Caribbean grocery destination, both online and on the ground.
When people think of Caribbean groceries, we want Sam’s to be the first name that comes to mind — whether they’re in New York, California, or wherever. We’re also working to grow our Predictive AI Delivery service and expand same-day options even further.
Q.) Any other topics you would like to discuss?
I just want to say a big thank you to our hardworking employees who make all of this possible. Thanks also to our faithful customers. Some have been with us for decades. Sam’s isn’t just a store — it’s a meeting place, a memory, a home away from home. And we intend to keep it that way.
As we continue to grow and innovate, our heart remains the same: honoring our Caribbean roots and serving our community with love, integrity, and passion.
I joke that I never woke up thinking I’d run a Caribbean store — but here we are, over 30 years later.
Photos courtesy of Sam’s Caribbean Kitchen and Wikimedia Commons. The video is courtesy of Snack Food & Wholesale Bakery.
